TSG Consumer backs body care brand Saltair

US private equity firm TSG Consumer, which manages nearly US$14 bn (approximately €12.3 bn) in assets and whose portfolio includes brands such as e.l.f. Cosmetics, IT Cosmetics, Pureology, Smashbox Cosmetics, PHLUR and Summer Fridays, has signed an agreement to acquire a majority stake in Saltair. Founded in Los Angeles in 2022 by model and entrepreneur Iskra Lawrence, the body care brand will retain its existing leadership team, while Lawrence will take on the role of Chief Community Advocate. Financial terms of the transaction were not disclosed.

Developed by The Center, the beauty brand accelerator founded by Ben Bennett, with the backing of Prelude Growth Partners, Saltair has established itself in the masstige body care segment by bringing facial skincare-inspired efficacy to body care through clinically supported active ingredients, premium fragrances and accessible pricing. Available through both retail and e-commerce channels, the young Californian brand now aims to accelerate its commercial growth, expand its product portfolio and continue its international expansion while remaining true to its inclusive positioning.